Indica

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  • Indica

    1. 1. TATA INDICA<br />
    2. 2. Agenda<br />Introduction<br />Tata Group<br />STP<br />Ansoff’s Model <br />SWOT Analysis<br />4 Ps <br />Recommendation<br />
    3. 3. Indian Car Market<br />The key market players are : Maruti Udyog Ltd.,Hyundai Motor India Ltd.,Tata Motors Ltd ., Mahindra & Mahindra and Toyota<br />Domestic Market share of passenger cars for 2008-09 :<br />
    4. 4. TATA Group<br />It is a multinational conglomerate based in Mumbai, India<br />Largest pvt. corporate group in India and has been recognized as one of the most respected companies in the world<br />Tata Motors Limited is India&apos;s largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09.<br />Leader in commercial vehicles in each segment, and among the top three in passenger vehicles <br />
    5. 5. STP<br />Segmentation <br />Personal car segment - Individual/home segment<br />Tour operator segment<br />Cab service for IT/ITES companies<br /> <br />
    6. 6. STP (cont..)<br />Targeting  <br />The brand is targeting families which are in the upper middle class.<br />Aiming to take benefit of consumer up-gradations from lower-end cars<br />Cab operators<br /> <br />
    7. 7. STP (cont..)<br />Positioning<br />Indica was marketed with slogans like &quot;The Big... Small Car&quot; and &quot;More car per car,&quot; the ad campaign focused on roomy interiors.<br />Indica is positioned as affordable car.<br />As the First passenger car developed in India.<br />As a cab<br />
    8. 8. Ansoff’s model<br />Market penetration strategy<br />Attract competitor’s customer:<br />Launch “India’s first” campaign against competitors.<br />Highlight “value for money”.<br />Good and wide spread service network.<br /> <br />Convert non user into user:<br />Special schemes for youth and middle income group like zero down payments, low interest rate or a lower EMI.<br /> <br />
    9. 9. Ansoff’s model<br />Market development<br /> Geographically:<br />Launch in major emerging economies like Brazil, Russia, etc.<br />Product development<br />  Quality improvement:<br />Improve power and pick up.<br />Better and comfortable interiors. <br /> <br />
    10. 10. Ansoff’s model<br />New product development:<br />Develop LPG and CNG versions for petrol versions.<br />New technologies like hybrid and electric versions.<br />Feature addition:<br />Smart security system .<br />GPS.<br />Parking assistant.<br />Rear wash wipers. <br />
    11. 11. Ansoff’s model<br />Product line extension:<br /> Launch new model with more boot space and leg room.<br />Diversification<br />Car insurance.<br />Car finance.<br />Consultancy services on R&D.<br /> <br />
    12. 12. Ansoff’s model<br />Integrative Growth<br />Forward integration:<br />Open its exclusive showrooms and dealerships. <br /> <br />Backward integration:<br />Entering manufacturing of key auto ancillaries.<br /> <br />Horizontal integration:<br />May acquire automobile R&D firm.<br />Overseas acquisition.<br />
    13. 13. SWOT Analysis<br />Strengths:<br />Large distribution network <br />Vast experience <br />Good mileage<br />After sales service <br />Sturdy body <br />“TATA” brand name<br />
    14. 14. SWOT Analysis<br /> Weakness:<br />It doesn’t have an attractive look as compared to other hatchbacks in the market. <br />Crude interiors<br />
    15. 15. SWOT Analysis<br /> Opportunities:<br />High growth rate of premium hatchback segment.<br />Threats:<br />Heavy competition <br />Increasing price of fuel<br />
    16. 16. . 4Ps<br />Product:<br />Price :<br />Promotion: Indica was marketed with slogans like &quot;The Big... Small Car&quot; and &quot;More car per car,&quot; the ad campaign focused on roomy interiors.<br />Place: The company had a presence at over 2,000 locations in India, including after-sales and vehicle servicing outlets.<br />
    17. 17. Recommendations<br />Improve features ( interiors, exteriors) and power<br />Develop new technologies like electric and hybrid models<br />Provide different offers and schemes for increasing demand( low interest finance, festive offers)<br />Launch in various emerging economies. <br />Setting up used car sale centers.<br />Provide attractive exchange offers to present customers to upgrade to new models.<br />
    18. 18. Thank you !!<br />

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